The 1920s and consequently the 1930s in America meant a tremendous rise of new technology, new inventions and new lifestyle. People who lived in the country and rural areas started to move to the city and urban areas to get work. The shift of environment is evident also in literature. Hollywood and boom of film industry had a great influence on society as well. According to Brinkley the national social values were defined by “material abundance, the increasing availability of consumer goods, the pervasiveness of advertising, and the homogenization of mass culture” . The 1920s highlighted “consumerism” and “personal fulfillment” [Brinkley in Foner 126] as the main interest of modern society. The 1930s were shaped by “urbanization and the growing political power of the city” [Brinkley in Foner 133]. The urban forces are evidently portrayed in hard-boiled detective fiction. The focus on tough urban environment and consequent tough behavior of citizens determined another name for hard-boiled fiction, ‘noir’ fiction.
However, the new modern culture and change of society did not pass without problems. Brinkley speaks about “a broad conflict between a new, secular urban culture, committed to cultural pluralism and modernist ideas, and an older rural America, wedded still to traditional values” . Such a conflict can be found in some Chandler`s novels. Chandler excellently describes and characterizes the urban environment; on the other hand, he seems to adhere to traditional values. Marlowe`s character is the best example of such perseverance on traditional values, the values of a knight. Chandler`s traditional British education is recognizable in his style. He seems to have problems with the modernist idea of pluralism, i.e. “the principle that people of different races, religious, and political beliefs can live together peacefully in the same society” [Longman Dictionary 1030]. It could be the reason of Chandler`s elusive stand-point to racial issues. He might have felt lost in the new cracked world.
Scaggs opens another interesting topic. He speaks about “‘unreality’ of Chandler`s Los Angeles and Hammett`s San Francisco, which are characterized by imitation, artifice, insubstantiality, fakery, and facades” . He does not mean unreal descriptions. He tries to draw attention to ‘unreality’ of the real world and modern society. In Farewell, My Lovely Chandler portrays Bay City and depicts the urban atmosphere:
Outside the narrow street fumed, the sidewalks swarmed with fat stomachs. Across the street a bingo parlour was going full blast and beside it a couple of sailors with girls were coming out of a photographer`s shop where they had probably been having their photos taken riding on camels. The voice of the hot dog merchant split the dusk like an axe. 
Chandler tries to depict the atmosphere of fakery in modern America. People wanted to be someone else, or to live somewhere else. Chandler describes the popularity of photographs and the fact that people preferred having photos taken as if from different country and time.
The modern urban American world was full of imitation, fakery and illusion. The boom of film industry, Hollywood, significantly contributed to the shift of society towards fakery. O` Callaghan notes that Hollywood actors became famous stars and newspapers were full of their stories . It probably influenced ordinary Americans and they dreamt about being stars. Chandler focused on description of architecture and its artificial features full of exotic elements. In The Lady in the Lake Chandler describes ostentatious place of Derace Kingsley full of exotic elements: “Their reception room had Chinese rugs, dull silver walls, angular but elaborate furniture, sharp shiny bits of abstract sculpture on pedestals and a tall display in a triangular showcase in the corner.”  Chandler adopts slightly negative attitude and he chooses such words in order to highlight the illusion. In The High Window Chandler portrays a high-class club and he demonstrates the illusive picture of wealth, power and happiness:
The lobby looked like a high-budget musical. A lot of light and glitter, a lot of scenery, a lot of clothes, a lot of sound, an all-star cast, and a plot with all the originality and drive of a split fingernail. Under the beautiful soft indirect lighting the walls seemed to go up forever and to be lost in soft lascivious stars that really twinkled. You could just manage to walk on the carpet without waders. At the back was a free-arched stairway with a chromium and white enamel gangway going up in wide shallow carpeted steps. At the entrance to the dining room a chubby captain of waiters stood negligently with a two-inch satin stripe on his pants and a bunch of gold-plated menus under his arm. [1082-3]
Chandler uses his masterly instrument, irony and wisecracking. He tries to indicate the luxury and bad taste and, thus, moves to criticism of high class in general. Scaggs explains that “social climbers attempt to imitate the expensive bad taste of the wealthy” and he adds that “Marlowe`s eyes pierce these insubstantial facades with no great difficulty” . Chandler describes the city of Camino de la Costa in Farewell, My Lovely and expresses the failure of imitating efforts: “We slid down a broad avenue lined with unfinished electroliers and weed-grown sidewalks. Some realtor`s dream had turned into a hangover there.” .
The feature of imitation and fakery can also be applied to people and characters in hard-boiled detective fiction. Scaggs mentions Hammett`s The Maltese Falcon and the counterfeit . Hammett`s private eye Sam Spade is hired by a client, Miss Wonderly alias Miss O` Shaughnessy to find a precious statuette, ‘falcon’. The reader learns the story of the falcon in the second half of the novel and, still, the true motivation and story of Spade`s client is not revealed. Brigid O` Shaughnessy lies from the beginning to the end of the novel. The falcon reveals to be a counterfeit at the end of the novel. Moreover, Spade himself lies to his enemies and pretends to be their friend. Hammett`s novel is full of lies, fake stories and fake identities. Carl D. Malmgren comments on the feature of Hammett`s The Maltese Falcon in his “The Crime of the Sign: Dashiell Hammett`s detective fiction” . Malmgren calls the lying ‘role-playing’ or ‘metamorphosis’ and he speaks about ‘ontological confusion’ [“The Crime of the Sign: Dashiell Hammett`s detective fiction”]. The metamorphosis can be followed in the character of Brigid O` Shaughnessy as she is introduced as a client, a young innocent girl, perhaps as a victim:
She was tall and pliantly slender, without angularity anywhere. Her body was erect and high-breasted, her legs long, her hands and feet narrow. She wore two shades of blue that had been selected because of her eyes. The hair curling from under her blue hat was darkly red, her full lips more brightly red. White teeth glistened in the crescent her timid smile made. 
Finally, she reveals to be a murderer. Hammett uses more than one name for Brigid to distinguish the changes in her character.
Malmgren`s ‘ontological confusion’ could be distinguished in Hammett`s portrayal of the relationship between Brigid and Spade. They start an affair and they are confidential to each other: “Spade combed her red hair back from her face with his fingers and said: ‘I`m sorry, angel. I thought you`d sleep through it. …’” . On the other hand, they both lie and do not trust each other. At the end of the novel, the reader cannot be sure whether their relationship was real or just pretended. Spade loves her, but he decides to send her over to police. Malmgren explains the feature of Hammett`s fiction: “In a world of nonstop role-playing, it is often impossible to distinguish between acting and being. This confusion of appearance and reality opens up in Hammett`s world a zone of cognitive indeterminacy.” [“The Crime of the Sign: Dashiell Hammett`s detective fiction”].
However, Chandler does not use the feature of ontological confusion in his novels. Though, his character of Carmen Sternwood in The Big Sleep might resemble the style of metamorphosis when she first appears as a young innocent ‘child’ and then reveals to be a lunatic murderer. All the same, Chandler gives his character such signs that the reader might presume she is evil or strange.